Audio Advertising - Northern Africa

Audio Advertising market in Northern Africa is expected to reach US$249.10m in 2024.
The largest market is Traditional Radio Advertising with a market volume of US$225.80m in 2024.
When compared globally, the United States will lead in ad spending with US$19.07bn in 2024.
The average ad spending per listener in the Traditional Radio Advertising market is projected to be US$3.24 in 2024.
In Northern Africa, the Audio Advertising market is witnessing a surge in investments and innovation, capitalizing on the region's growing digital media consumption habits.

Definition:
Audio Advertising refers to advertising via traditional radio and digital audio. The category of Traditional Radio Advertising refers to advertising on the program service of a terrestrial radio station or network (terrestrial radio broadcasting and satellite radio services in the U.S. and Canada). Digital Audio Advertising includes all ad revenue generated through pre- and in-stream audio ads that appear in music (music also includes all kinds of radio services) and podcast streaming services

Structure:

Traditional Radio Advertising includes all types of spot formats of traditional radio advertising (e.g., classic spots, live reader, content spots, allonge). It also includes direct (local) advertising, in which advertisers reach out to individual stations, and indirect (national) advertising, in which advertisers employ media buying agencies to manage their advertising purchases from individual stations.
Digital Audio Advertising includes ad-supported free versions of premium subscription services or services funded by advertising. Formats can be single spots, tandem spots, or popular special advertising formats such as presenting, on-air promotions, and infomercials, directly embedded in the audio file or dynamically inserted.

Additional information:
Audio Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional Radio Advertising and Digital Audio Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Traditional Radio Advertising broadcasting on the program service of a terrestrial radio station or network
Digital Audio Advertising through pre- and in-Stream Audio Ads that appear in music and podcast streaming services

Banner or Video ads included only in the web player of the streaming service

The Audio Advertising market in Northern Africa is experiencing significant growth and development in recent years. Customer preferences in the region are shifting towards audio-based advertising due to several factors. Firstly, the rise of mobile devices has made audio content more accessible to a larger audience. With the increasing popularity of music streaming platforms and podcasting, consumers are spending more time listening to audio content, creating a prime opportunity for advertisers to reach their target audience through audio ads. Additionally, audio advertising offers a more immersive and engaging experience compared to traditional display ads, as it allows consumers to listen to advertisements while multitasking or on the go. Trends in the market indicate a growing demand for programmatic audio advertising. Programmatic advertising technology enables advertisers to target specific demographics and deliver personalized ads to listeners based on their interests and preferences. This trend is driven by the increasing availability of data and advanced targeting capabilities, allowing advertisers to optimize their campaigns and achieve better results. Furthermore, the use of programmatic advertising can help advertisers reach a larger audience and increase the efficiency of their ad spend. Local special circumstances in Northern Africa also contribute to the development of the Audio Advertising market. The region has a young and tech-savvy population, with a high smartphone penetration rate. This demographic is more likely to engage with audio content and respond positively to audio advertisements. Additionally, the growing popularity of local music and cultural content in Northern Africa presents an opportunity for advertisers to create targeted audio campaigns that resonate with the local audience. Underlying macroeconomic factors further support the growth of the Audio Advertising market in Northern Africa. The region has experienced steady economic growth in recent years, leading to an increase in disposable income and consumer spending. As a result, advertisers have more resources to invest in advertising campaigns, including audio advertising. Furthermore, the region's expanding digital infrastructure and internet connectivity provide a solid foundation for the delivery of audio ads to a wide audience. In conclusion, the Audio Advertising market in Northern Africa is developing rapidly due to changing customer preferences, the rise of programmatic advertising, local special circumstances, and underlying macroeconomic factors. Advertisers in the region are recognizing the effectiveness and potential of audio-based advertising to reach and engage with their target audience. As the market continues to evolve, it is expected that audio advertising will play an increasingly prominent role in the advertising landscape of Northern Africa.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on audio advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional radio advertising (broadcasting programs on terrestrial radio stations or networks) and digital audio advertising (pre- and in-stream audio ads and podcast streaming ads).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.